From a collaboration with Swarovski to the much-discussed nipple bra, it seems that whatever SKIMS touches turns to gold. Launched by Kim Kardashian in 2019, the brand has become a global sensation, producing collections which sell out in record time, inspiring countless dupes and even partnering with the NBA to become the official underwear partner of basketball in the US. The latest venture set to inspire mass hysteria in all SKIMS fans? The launch of its 2024 Valentine's Shop, available to shop right now.
Not only is there an enormous variety of products to suit all manner of Valentine's Day plans – whether you're in a relationship, single or just want to dress your pet in a pink hoodie (niche) – there's also a brand new campaign to promote the collection, fronted by Lana Del Rey.
A self-professed fan of the Kardashians, Del Rey is all strawberry blonde hair and vintage vibes (naturally) in the campaign, wearing a long lace-trimmed slip dress, a velvet lace teddy and apretty pink bodysuit designed for every shape and size. After its awaited release, the collection sold out fairly quickly but, luckily, has been re-stocked.
Speaking to Vogue, Del Rey said she wears SKIMS most days: 'I like wearing the little rompers, or onesies with a big T-shirt. I’m always curious to see what they’re going to do; it’s an ever-evolving brand. It started as kind of a niche brand, and I feel like it’s grown into a thing where now my sister and my best friend Margaret are wearing it. All of a sudden you’re like, ‘Oh, you’re wearing Skims too,’ and you show up in the same outfit as you’re getting a coffee. It’s really kind of sweet.'
While basics like cropped T-shirts and those aforementioned onesies do appear in the collection, albeit with the Valentine's heart print treatment, there's also a slightly more experimental range of edible underwear on offer. There's a candy bra with matching candy thong available (although if that's your vibe, be quick – they've both already sold out previously), as well as a 'Play Kit' which includes a satin blindfold, riding crop and crotchless pants.
If that all sounds a bit too 50 Shades for you, don't be put off. There's also a new iteration of the push-up bra which claims to be like 'a boob job in a bra', as well as heart print loungewear, pretty lace-trimmed corsets, bralettes and comfy knickers. There's even new slogan pieces, including tees, pants, socks and caps, as well as pet accessories and pieces for the men, too.
It's unlikely most of this collection will be around for very long, so you may want to add your favourite pieces to your basket while you still can. And remember: great underwear isn't just for Valentine's Day, so treat yourself.
SHOP: Skims Valentine's Collection
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Guaranteed to be among the most popular pieces, you'll need to be quick to snap up one of these slogan tees.
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Candy Bra
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Underwear that's literally good enough to eat, this bra is made from edible candy throughout and features back ties at the halter neck and underbust, finished with branded SKIMS hearts.
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Candy Pants
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If you've gone for the bra, you may as well go for the matching edible pants too.
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Super-soft and with just the right amount of stretch, this bodysuit has adjustable straps and a snap closure on the 100% cotton gusset.
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As seen on Lana Del Rey in the campaign, this dress is available in various different colours – although the black is the most striking. Ideal with heels and an oversized jacket for a night out, Valentine's Day or not.
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With inclusive sizing and comfortable support, it's no surprise SKIMS's bras have received rave reviews. This T-shirt bra has been updated in lace and is perfect for making your everyday underwear feel more special.
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These mid-rise knickers are comfy and seamless, making them ideal for everyday wear.
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The internet is awash with people raving about SKIMS bodysuits. This one has a waist-cinching style designed to enhance your shape with extra compression at the core and waist, with perfectly-placed style lines that flatter your bust. It also has adjustable straps, snap closure at the gusset and a wider crotch for extra coverage.
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Dubbed a 'boob job in a bra', the Teardrop gives a smoothing effect so can sit under any clothes. It has concealed underwire which is designed to be comfortable, too.
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If you're a fan of full briefs, these will give you all the comfort and coverage of big knickers with added sex appeal.
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Whether you wear this strictly as underwear or as outerwear layered under blazers or shirts by day, it's a comfortable corset, made possible thanks to the stretch satin fabric.
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Baseball Cap
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Never have a bad hair day again thanks to SKIMS's slogan cap.
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This heart print tee has various matching pieces if you want to co-ordinate your basics.
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Thanks to the wider band, this is a thong that's actually more comfortable than most.
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Great pyjamas are a good idea at any point in the year, but why not use Valentine's Day as an excuse to treat yourself?
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Ditch your old dressing gown and feel infinitely more fabulous in this pretty pink robe.
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Designed to be so comfy you forget you're wearing it, this bralette is perfect for those looking for soft support or as the bra to wear when you're relaxing at home.
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Form-fitting loungewear that's just as comfy as your favourite joggers? It may sound too good to be true but these leggings will give you that exact combination.
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For a more luxurious night's sleep, opt for these satin PJs. You'll want to wear them every single night.
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Given how cold it is at the moment, these slippers are a sound investment.
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Embrace literal dressing with these heart-shaped hair clips. Or just enjoy their joyful, '90s vibes any day of the week.
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If anything, Valentine's Day is the perfect time to indulge in some self-care. And there's no better way to do that than to treat yourself to the most comfortable loungewear you'll find.
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Made from ultra-soft velvet with pretty lace trim, this teddy will make you feel your very best.
24.
Play Kit
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If you're looking to spice things up for Valentine's Day, the SKIMS Play Kit features a satin blindfold, riding crop and crotchless pants.
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Some of SKIMS's most beloved pieces have had a heart print makeover. Make like Lana and pair yours with a big T-shirt.
Hannah Banks-Walker is Grazia's head of fashion commerce. She has previously written for the likes of Harper's Bazaar, The FT, Glamour, Stylist, The Telegraph, Red, i-D and The Pool on everything from fashion to curly hair (hi!) to the patriarchy. Not necessarily in that order. Find her on Instagram and Twitter. But please don't look for her MySpace profile, which until now was the last time she wrote about herself in the third person.